On Thursday, September 4, 2025, a high-profile panel session titled “Building a Stronger Partnership” was held under the ongoing “Brands and Beyond” series, focusing on the collaborative development of Brand Nepal. The session convened prominent leaders from tourism, advertising, and management to discuss strategies for presenting Nepal’s multifaceted identity to the global audience. Advertising expert Ujaya Shakya moderated the session, bringing together distinguished panelists including Deepak Raj Joshi, CEO of the Nepal Tourism Board (NTB), Laxman Humagain, Chairman of the Advertisement Board of Nepal, and Varsha Parera, Chief Marketing Officer of Nepal Distilleries Pvt. Ltd.
Expanding the Vision
Speaking at the event, Mr. Joshi emphasized that the narrative of Brand Nepal should extend beyond the tourism sector, highlighting that the country’s international image is increasingly shaped by diverse areas including sports, music, arts, gastronomy, entrepreneurship, and contemporary lifestyle trends. He explained that while tourism continues to be a central pillar, Nepal’s unique heritage and modern achievements in multiple domains collectively contribute to a compelling the identity. Drawing on examples, Mr. Joshi noted how Nepal’s mountaineering legacy, participation in international sporting events, music festivals, and contemporary culinary experiences act as influential the carriers that attract global attention and admiration.
He underscored that a strong and consistent brand narrative requires synergy between public and private sectors, where tourism boards, creative industries, and consumer brands work in tandem to present a holistic image of Nepal. According to Mr. Joshi, this collective approach enhances not only visibility but also builds trust and fosters an emotional connection with audiences both domestically and internationally. By leveraging complementary strengths across sectors, Nepal can establish a distinctive and aspirational global identity that resonates with a wide array of stakeholders, from travelers and investors to cultural enthusiasts and sports aficionados.
Collaborative Approaches in Branding
Panel discussions further explored the significance of partnerships in building Brand Nepal. Mr. Humagain highlighted the role of advertising and marketing frameworks in crafting a coherent and attractive national identity. He noted that collaboration between creative agencies, governmental bodies, and private enterprises ensures consistency in messaging, while also enabling diverse narratives to coexist under the umbrella of a unified brand. Effective advertising campaigns, he suggested, can amplify Nepal’s achievements in arts, culture, and innovation, complementing traditional tourism messaging.
Varsha Parera, representing the corporate sector, emphasized the importance of private sector engagement in national branding initiatives. She noted that consumer brands not only reflect domestic innovation but also act as ambassadors for the country abroad, influencing perceptions among international audiences. Ms. Parera stressed that leveraging Nepalese brands in areas such as beverages, handicrafts, fashion, and technology can enhance the overall narrative of the nation, aligning commercial success with cultural representation.
Tourism as a Cornerstone, But Not the Sole Narrative
While tourism remains a vital component of Brand Nepal, the panelists agreed that its impact is maximized when integrated with complementary sectors. Mr. Joshi illustrated that tourism experiences, when paired with culinary, musical, and sporting offerings, create immersive and memorable experiences for visitors. He advocated for curated campaigns that highlight not only natural landscapes but also contemporary urban culture, gastronomy, festivals, and sports achievements, portraying Nepal as a dynamic and evolving destination.
The panel also discussed the need for modern communication tools, including digital media, social networks, and interactive campaigns, to convey Nepal’s multifaceted identity. Engaging storytelling, visually appealing content, and strategic messaging were identified as critical for reaching younger audiences globally and fostering long-term engagement with the country’s brand.
Towards a Holistic National Brand
The session concluded with a shared understanding that Brand Nepal must be inclusive, aspirational, and reflective of both tradition and modernity. Panelists stressed that by fostering collaboration among tourism boards, government agencies, private enterprises, and creative industries, the country can craft a cohesive yet diversified image that appeals to multiple audiences. The event reinforced that a strong Brand Nepal is not solely about promoting places to visit but about telling the story of a nation that excels in culture, sports, entrepreneurship, and lifestyle, creating a lasting impression on the global stage.
In sum, the “Brands and Beyond” panel highlighted the importance of a multi-sectoral, collaborative approach in strengthening, aiming to present the nation as a vibrant, modern, and culturally rich destination with a compelling global narrative. By integrating public and private efforts, leveraging both heritage and contemporary achievements, and embracing innovative branding strategies, Nepal is poised to elevate its presence on the world stage, attracting tourists, investors, and admirers alike.
